Summary
This article reports on the Future Foundation's research on "The Big Lie" - the difference between what British consumers say and what they do. It examines the social norms that people feel compelled to conform to, while also desiring to meet their personal needs and interests. The topics covered include mass customisation, attitudes to modern constant connectivity, the internet of things, celebrity influence, maximising and consumer radicalism. Brands are encouraged to meet customer's secret desires while simultaneously allowing them to save face in public.

Summary
This report summarises latest findings from a research project undertaken by ad agency RAPP, which aimed to find out how UK consumer spending habits have changed in response to the recession and subsequent government cuts, and what opportunities there are for brands to occupy the new niches that are emerging in the economy. The research showed that the spendthrift habits RAPP first identified in its 2010 study – such as households cutting certain items out of budgets or downgrading to cheaper versions of the same product – have become much more pronounced in the last two years. Clever companies have found ways to attract and keep these newly discerning shoppers both by introducing a new generation of highly personalised loyalty schemes, and by providing top quality customer service.

Summary
This report presents an overview of the DMA’s Technology Summit where marketers and advertising agencies gathered to discuss the challenges and opportunities facing brands when developing one-to-one marketing strategies. The importance of cultivating the customer experience, building the right team and corporate culture, and reaching consumers in a transparent and open manner is highlighted. Presenters included representatives from Channel 4, WPP Group, Cranfield University and Obama for America.

Summary
This article challenges the popular belief that a social media strategy is essential for building brands and consumer engagement. It is based on a 10-year longitudinal US behavioural study, that investigates consumer behaviour, media use and brand preferences. Instead, it recommends adopting a cautious approach when implementing social media and proposes a 'trial and test' approach, rather than wholesale conversion.

Summary
This article looks at how traditional market research is seeking to understand "true", implicit consumer motivations through observation of behaviour. The power of deduction has led to recognising non-rational influences on consumer behaviour, such as a bias towards maintaining the status quo and the impact of the wider context in which decisions are made. It has also determined ways in which emotion affects the decision-making process, including associations with past experiences, the emotional state at the time of making a decision and imagined responses to potential future outcomes. Mobile technology and social media has allowed for more opportunities for self-ethnography, while projective or enabling techniques have been developed to access emotional, rather than rational, responses.

Summary
This paper argues that without a clear understanding of individual decision-making and with too much of a focus on the collective behaviour of demographic groups, much research will simply lead marketers astray. Instead, companies can gain direct, practical plans to drive growth by embracing precision research that recognises the difference between stated intent and actual behaviour. Part of this process involves a restructuring of research approaches around the way the human brain actually works and the crucial distinction between the unconscious decision-making part of the brain and the rational survey-completing part. The paper advises market researchers to avoid inviting respondents to explain subconscious actions rationally. Instead, they should use far shorter surveys that focus on questions that are relevant to the way individuals make decisions and that don't actually encourage vague or inaccurate answers.

Summary
This report presents an overview of some of the major themes from an event organised by newspaper trade body Newsworks, exploring how newspapers can remain relevant and influential in a multi-platform digital age. There was consensus that migrating to a digital world must be embraced; newspapers must serve their audience on multiple devices, in real-time. There is opportunity for newspapers to enhance trust in their brands by leveraging the strength of their journalistic output. It was also noted that editors and journalists will need to learn new skills to ensure their output is of sound provenance. It was widely agreed, for now at least, that paywalls are workable for truly distinctive content only.

Summary
Subway, the sandwich chain, has been one of the most successful brands when it comes to exploiting the potential of content marketing. Its innovative tie-ups with NBC shows like Community, The Office and The Biggest Loser have all yielded impressive results, and set new benchmarks for the industry. Rigorous planning and forming long-term affiliations are among the priorities for the firm, as is creating multi-purpose material that can be distributed across several different channels.

Summary
Citi, the financial services provider, is taking an increasingly city-centric focus both in China and around the world. Such a strategy has resulted from its research insights showing that numerous consumer trends are now common in major urban centres across the globe, from London to Moscow, New York and Shanghai. Working alongside this idea, however, is an emphasis on localising its marketing for different nations, a goal that is especially important in China, where attitudes and preferences can vary not only between cities, but between nearby streets and households.

Summary
This article looks at the recent development of mid-life crises among Indian men. It covers the changes in Indian society that have led to men in their forties feeling a lack of satisfaction in their lives, primarily through increased wealth, time and a stronger sense of individuality. The article suggests ways that brands can help men negotiate this time of life, including alleviating boredom with tailored holiday packages and creating apparel ranges that appeal specifically to this group. Employers are advised to pay particular attention to this group to prevent unhappiness in the workplace, leading to the loss of experienced and key personnel.